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Holiday Shopper Insight 2018 The tools you need to expand your reach this holiday season.
Transcript of 0$1*2 !#$ · people more receptive to promotional messaging. It is the perfect time to send emails/...
Holiday Shopper Insight 2018
The tools you need to expand your reach this holiday season.
51%WOMEN
49%MEN Age Range
18-24 (19%) 25-34 (26%)
35-44 (21%) 45-54 (17%)
55-64 (11%) 65+ (6%)
24%25-50k
18%75-100k
Shoppers HouseholdIncome
When Will They Shop?
20% get their holiday shopping
in early (Starting in October!)
26% buy their gifts in late
November
54% are better late than never,
buying in December
BREAKDOWN
35.5% Before Thanksgiving
7.8% Thanksgiving
19.3% Black Friday
5.3% Cyber Monday
32% During the Month of
December
SOURCES: SOURCING JOURNAL, STATISTA
Who Will You See Spending This Season?
38%IN-STORE TRADITIONAL
RETAILER
& ONLINE TRADITIONAL RETAILER
39%ONLINE OR MOBILE
MARKETPLACE
22%IN-STORE LOCAL/ SMALL
BUSINESS
& ONLINE LOCAL/ SMALL BUSINESS
Ecommerce has significantly impacted Black Friday's dominance over early holiday shopping. What has also assisted in
the decreasing popularity of the shopper's holiday is the increasing prevalence of sales throughout the season. In fact,
more and more people are shopping on Thanksgiving rather than Black Friday. Due to the plethora of deals in-stores
and online there is less urgency to get your shopping done all on one day.
HOLIDAY SHOPPER INSIGHTS2 0 1 8
17%100-150k
10%150k+
21%50-75k
10%<25k
EVERYONE'S FAVORITE MARKETPLACE
DOMINATING THE ONLINE
SPACE
$108.15 BILLION Spent in 2017 online by
consumers in just Novemberand December alone.
14.7%More than the 2016Holiday Season
In 2017 Amazonaccounted for 37.53% of
total U.S. retail salesfrom November 1st-
December 31st
Amazon gets
200,000New Prime Members
Per Month
Amazon has disrupted the grocery shopping industry with "Amazon Fresh", andmore recently, "Amazon Go", a new form of grocery shopping currently being beta-tested in Seattle. The new concept allows people to buy their groceries without eveninteracting with store employees. This is ideal for the busy holiday shopper whocannot be bothered with waiting in another line.
Amazon Dash and Alexa have completely revolutionized the way we makepurchases by simplifying the act of buying a product to be as easy as pressing a
button or asking Alexa. Experts predict that this sector will only continue toevolve.
Approximately half of allproduct searches start on
Amazon
Amazon is expected togenerate 50% of ecommerce
by 2021.
SOURCES: DIGITALCOMMERCE360, SHOPIFY,RETAILDIVE, FORBES
ONLINE SHOPPING HABITS
HOLIDAY SHOPPER INSIGHTS2 0 1 8
8 in 10 holiday shoppers are influenced by the internet
before making a purchase.
*
*Research online,
view in-store, buy online
SOURCES: WORDSTREAM, STATISTA
MEDIA CONSUMPTION
As consumers become more tech-savvy,
researching everything they purchase, retailers
feel the pressure to lower prices of their
products and/or have sales ongoing during the
holiday season. Savvy shoppers browse the
internet ensuring the product they choose is
marked at the lowest price available. It can be
confusing as to why prices would be lowered
during the most profitable time of the year, but
this rise in consumer research has justified this
decision for retailers.
How Do Consumers
Research?
Holiday Shopper's Research
Data
Research, buy online (42%)
Research, buy in-store (23%)
Research online, view i.. (10%)
Visit store, buy online (4%)
Visit store, buy in-store (21%)
76%Of mobile shoppers change their mind about
which brand to buy after searching online.
68%Of shoppers visit YouTube on their smartphones to
determine what to buy.
64%Of smartphone shoppers turn to mobile search
before heading to the store.
HOLIDAY SHOPPER INSIGHTS2 0 1 8
*
Mobile
Advertising
In 2017, over 40% of allsales in the months of
November andDecember were made
on mobile devices.This is projected toincrease to 50% in
2018.
With more people buying on their smart phones and tablets than ever before, there's no better time for marketers toinvest in more advertising on mobile. With this ample opportunity comes more competition. We have some
suggestions for how your brand can dominate the mobile ad space this gift-giving season.
Tips for Holiday Sales on Mobile
Prioritize the quality of thecustomer experience.
Maximize on mobile.
Drive multi-channelpurchases.
1 2 3
4 5 6
Make sure your app isready to go & your team
knows how much traffic toexpect.
Do not use this time to testout new features, this may
potentially hinder thefunction of the app during
such a crucial time.
Anticipate & prepare for risk of any sort.
SOURCES: CRITEO, MARKETWATCH,DIGITALCOMMERCE360, INMOBI
of consumers ages 18-29 watch videos ontheir smartphones.
of consumers ages 30-49 watch videos ontheir smartphones.
46%
76%
MESSAGING IN MEDIA
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Another tool for maximizingeffectiveness is to use mobile video incampaigns. It is proven that peopleare 2x as engaged with video ads onmobile than on TV.
APPEALING TO YOUR AUDIENCE
Call to Action: Holiday Edition
Consider Re-targeting Create holiday deals,we recommend a
discount on a specialedition product.
Everyone is looking fordiscounts!
The holidays makepeople more receptive topromotional messaging.It is the perfect time to
send emails/ and or poston social platforms.
Extend your reach byusing advancedprogrammatic
marketing. Usingdata, your ad can
reach the idealconsumer, at the
right time and place.
BLOCKCHAINAllowing companies and their partners tomanage, track, and store digital transactions.
“Blockchain has a scope of advantagesfor retailers including thwarting
counterfeiting and serving as the basisof loyalty programs.”
Changing the industry...
2018 EMARKETER EXPECTATIONS
eMarketer projects that salesthis holiday season will be
strong, but not as strong aslast year.
Holiday ecommerce salesare projected to increase15.3%
eMarketer's forecast for allretail sales is growth of 3.8%
in 2018, less than the 5.5%increase of 2017.Geolocation
Geolocation is the perfect tool fortargeting consumers at a specific time;when they are at your store or even at acompetitor store. It can also be used fortargeting consumers who have walkedout of a store.
TargetingConsumers who shopped at small orlocal retailers during Small Business
Saturday last year.
Target shoppers recently at high-end retailers like Neiman Marcus.
Reach consumers in real-time whenthey are in close proximity to your
stores.
SOURCES: BIGCOMMERCE, FORBES,
USATODAY, FACTUAL
HOLIDAY SHOPPER INSIGHTS2 0 1 8
Happy Holidaysfrom
We believe brands are now in the hands of people who raise their voices and drive
change. Companies who responsibly embrace this new dynamic can truly benefit
from it and achieve their business goals.
Rebold is a data-driven marketing & communication company that generates growth
opportunities for brands based on a deep understanding of consumers, marketing
technologies, and data ecosystems.
Through our proprietary methodology we help draw a comprehensive map of your
digital industry and consumer. We then perform a gap analysis between your
company as-is and your consumer expectations, in order to define an omnichannel
strategy with people at the core. Finally, we implement and optimize radically
transparent campaigns that are relevant for each consumer, generate returns and are
resilient in this rapidly changing world.
Rebold holds offices in Barcelona, Bogota, Lima, Madrid, Mexico City, Miami, Panama
City, and Santiago.
What we are known for:
ANY QUESTIONS?
Contact us at:
Rebold is a sister company of Digilant. Original document was created by
Digilant: https://www.digilant.com/whitepaper/2018-holiday-shopper-insights-with-media-planning-infographic/
